Guest post written by our friends at FindthatLead
Your LinkedIn profile is a key marketing tool.
Law firms across the globe have made LinkedIn their go-to social network for a number of reasons. It has become standard practice for both hiring managers and lawyers to study potential candidate’s LinkedIn profiles before reaching out to them.
Some lawyers have even gone as far as to curate and build their business profile exclusively on LinkedIn. They use the platform to bring visibility to themselves or their firm and establish relationships with new clients or partners.
More recently, the current social restrictions caused by the COVID-19 pandemic have further strengthened the social network’s standing as the medium of choice for attorneys and practices.
As mingling with associates and colleagues at events and face-to-face encounters has been significantly reduced, lawyers have funnelled their self-promotion efforts into high-traffic and high-reward platforms like LinkedIn –often to great success.
Why Lawyers should use LinkedIn
As with all marketing strategies, however, one of the fundamentals of setting up a social profile lies in correctly segmenting your target audience and publishing the right information. Law firms and lawyers can engage with other firms or with potential clients but must take care to do so in a balanced and content-conscious manner.
Many law firms use their LinkedIn profiles as platforms to post articles, stimulate debates on specific cases, or comment on the industry at large.
High-quality content helps reel in and engage visitors, whether they are job seekers, potential clients or fellow law firms.
In many respects, law firm profiles are much like those of any brand. They must be compelling, get across accurate and meaningful content, and provide a call to action option for those visitors who are interested in getting in touch.
However, in other ways, law firms can be considered unique, as codes of confidentiality, regulations, and ethical restraints also come into play. Careful consideration must be paid to this subject.
Ask yourself questions such as: Do I have my client or partner’s permission to reference them on my profile? What kind of content should I share?
1. Setting up your firm’s LinkedIn profile
First off, sign in to your LinkedIn account. If you don’t have one yet, make sure to register an account before you continue.
Next, click on the “Create a Company Page” option from the scroll-down “Work” menu at the top-right of your screen.
Fill in the required information and confirm your oficial position within the firm. At this point, it is crucial to select an adequate URL for your company page.
It’s important to note that your LinkedIn account will likely appear on different kinds of print media, including letter footers and business cards, and digital advertising platforms such as webpages and social media. That’s why it’s advisable to make sure the company’s URL resembles the firm’s official name.
After selecting the company URL, you will have to fill in basic information about your company, including its official address, website, email, and logo. Your profile will be complete when you select a background image and add other corporate details, such as the size and age of the firm and a short 2000-character description.
2. Designing your firm’s LinkedIn profile
Make sure your background image and logo are uploaded at the maximum resolution and look sleek and attractive. While using a non-descript image as a background cover is definitely a missed opportunity, it is best to avoid corporate stock photos or using images that contain text.
Your background image should come across as professional and authentic and ideally will relate to aspects of your practice mentioned in the About section of your profile.
In this example, CEO, Gerard Compte, uses the Linkedin cover to provide information about the value proposition of FindThatLead:
3. Choosing the right words
When it comes to your company description, your summary should be factual, concise, well-rounded and specific. Keep paragraphs short and to the point, focusing on concrete achievements and strong points.
Avoid outlandish claims and exaggerated marketing lingo. Use keywords and terms that are both relevant to your firm and can be easily picked up by search engines and by lead generation software.
You might be surprised to know that many of your potential clients will sort, select, and contact your firm based on the content that you post. So factoring in future clients and their needs is a vital aspect of the profile creation process.
An ideal description stresses the strengths of your firm without going over the specificities of your company’s achievements. Also, remember to write consistently in a professional yet approachable tone, and keep outbound links to other sites at a bare minimum.
4. Automate your communications on Linkedin
Once you’ve got the basics covered, you can go on to furnish your profile with a couple of more sophisticated flourishes.
It’s essential that you maintain it active, up-to-date, and relevant. Mention other firms, post articles on topics that you specialize in and measure user interactions to assess visitor engagement.
It will take some fine-tuning, but over time your business profile will become one of the key components of your digital marketing and networking model.